ITV bosses will not be long in axing This Morning presenter Phillip Schofield if they feel his on-screen chemistry with Holly Willoughby has been damaged, insiders have said. According to The Mirror, the presenter went public on the apparent rift with his co-host in a statement that sources claim that neither Holly or ITV knew about.
Phil, 61, was accused of a "PR own goal" by saying that Holly, 42, is his “rock” after he came out as gay but admitting recent weeks “things haven’t been easy for either of us”. The insiders say that ITV and Holly think that the statement has made matters worse.
One added: “This Morning’s relationship with its viewers is built on trust, and they have to believe that Holly and Phil’s friendship, and what they’re watching, is real. While there was a bit of noise and speculation about their relationship cooling, it could have easily been ignored.
“But by putting this statement out there, he has turned what was a manageable situation into a feeding frenzy. If viewers now no longer believe in the pair, and make their views clear next week, make no mistake, ITV will act.
“Phil’s position is looking increasingly precarious. Monday is very much D-day, but the same could apply to any day next week. No one is bigger than the brand.”
The insider added: “Yes, they aren’t as chummy as before, but any suggestion they were at loggerheads and not talking off-air was false. But despite not meaning to, Phil’s public statement has now created this perception, and if that cuts through to the viewers, it’s over.”
Phil and Holly’s contracts are up at the end of the year, with negotiations set to start on any potential renewal in the summer. Another TV insider said: “Put it this way, Phil is not in the middle of a five-year deal. There is a natural cut off point if viewers no longer believe in them as a duo.”
Schofield has been a regular presenter on This Morning since 2002 alongside hosts including Fern Britton and Amanda Holden.
Last year, he and Holly faced criticism over claims they skipped the massive queue for the late Queen’s lying in state after her death in September.
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